Sales success is the Art of the Deal for telemarketing.
There is a factor that sets sales leaders apart from the average customer service executive, making him far more effective at closing deals and ensuring his career grows ahead of the others.
This factor is a mix of strategy, business acumen, understanding of the scenario and the ability to combine knowledge and perspective.
The ability to assess a situation objectively is the key for a good sales team to have.
Once you identify the pain points, you can effectively work towards a comprehensive solution.
Moreover, the success of a sales team depends on its ability to think of long-term prospects and stick to their plans.
A lot of agents get carried away by flash success and cannot hold on to the same level of performance over the specified period of time.
For a company to be truly successful at sales, they not only need to know how to get to the top, but also on how to stay there.
Sales success is the be-all and end-all of performance for a call center, at least on paper.
Therefore, it occupies a crucial role in the planning and strategizing of operations.
Keeping this in mind, this article will discuss some of the tips and tricks that are designed to help you attain sales success for your company.
1. Adjust your own behavior: As a sales professional, you will encounter vastly different situations as a part of your job.
You need to have the skills to build rapport with the person on the other end of the line, listen to what they have to say, understand their point of view and then approach them in a manner that suits that point of view at the best.
Learning to recognize the patterns of your prospective customer is just half of the sales equation.
To be successful, you then quickly need to adjust your own behavior to cater to your customer’s, so that he or she may feel comfortable with the conversation and be convinced to invest in your product.
2. Avoid generic perceptions of customers: What sets a lot of sales teams back is this flawed viewpoint that there exists an autopilot option in sales.
Agents tend to stereotype different job roles with personality traits.
And hence take up an approach not after considering how the customer behaves, but rather focusing on his job profile and its associated stereotype.
While this may work on some occasions, the way to get to the top is to treat every individual separately.
Agents need to consider each prospective client a separate entity, formulate a strategy for them based on interactions, so that it is personalized and effective.
This may not be the most comfortable form of doing things, but it is the way to go if you want to ensure sales success.
3. Stress on quality over quantity. Sales professional today are typically drowning under the pressure of meeting standards for a thousand different key performance indicators.
This puts an enormous amount of pressure on them to close the sale, which in turn leads to agents fumbling right at the cusp of closing on quite a few occasions.
As a manager, therefore, it is a good idea to determine the metrics for success as ones which prioritize quality over quantity.
This would give agents a chance to catch a breath and perform to the best of their abilities in closing down deals, rather than always working against the clock and losing the ability to think rationally in the process.
4. Become a better internal collaborator.
Gone are the days when a lone agent could rise to the top by handling his clients all by himself and producing the outstanding results.
Today, if you want to be successful, you will have to collaborate with members of your team, consult different departments, rake in expert opinion and show the client that you are present as a unit rather than an individual.
You also have to work within the context of your organization as a whole, so the client has a fair idea of what to expect once the deal is closed.
Agents must keep in mind that over-promising features will lead to failure in the longer term, because unsatisfied customers will then influence your company’s reputation in the market.
5. Take the time to understand an unfamiliar situation.
Agents remain under the illusion that customers interact with them in order to know the details about the product, benefits of usage, service packages and so on.
The truth is, your clients know they can get all of that information from your website.
What they are looking for from you as an agent is guidance – they want you to assist them through the sale and subsequent usage of the product.
For this, every person will present a unique scenario, and agents are expected to guide them through it.
Agents who take the time to understand the situation and mould their assistance to suit the situation turn out to be the ones heralding sales success.
6. Think beyond the block-and-tackle approach.
The “block-and-tackle” approach refers to the salespersons who are good at reacting to day to day activities, but fail to see beyond the immediate scope of that activity.
This is a very reactive approach to selling, and is fine as a start but hinders growth after a point, which is why it is not an advisable thing to do if you are chasing success.
Instead, agents need to take a proactive approach, engaging in a positive and collaborative way to find out the requirements of customers and preempt their queries to provide the most prompt and efficient service.
In this way, you add value not just for the client, but also to your company, and make it easier for the departments to work together and achieve shared goals.
7. Make efficient use of technology.
A call center is a storehouse of data and information.
To be successful, it needs to draw meaningful conclusions from that collected data.
Extensive data analysis can paint a clear picture about every prospective client, giving agents an indication of how best to approach them in order to close the deal.
Similarly, it gives indications regarding which clients needs to be approached with a particular product, which prospects are promising and which are not, which of the existing customers have links to prospective ones, which customers might be about to churn, etc.
Proper use of software and technology can revolutionize the way you run your outbound call center, and propel you to sales success.
8. Use testimonials to convince prospective buyers.
You can never overuse testimonials.
They are better at reaching out to your target audience than most other general forms of marketing.
People respond best when they can relate to the experiences of others, or imagine themselves in their shoes.
In that regard, positive reinforcements in the form of testimonials help to convince buyers to invest in your product.
Testimonials have a positive effect on the call center agents as well.
It boosts their morale and gives them the affirmation of the good work they have been doing.
This, in turn, spurs them to perform better.
9. Have a professional online presence.
It is extremely important for you to register a good first impression in the mind of the prospective client for you to have any chance at closing the lead and converting him into a loyal customer.
The first thing people will do when they get to know about your product is look you up online, so be sure to have a professional online presence.
An easy-to-use, informative and responsive website is essential, followed by active presence over social media channels like Twitter and Facebook.
Queries from customers can come in through any channel, and you have to remain responsive there as well in order to provide quality service.
10. Learn from each experience.
Experience is not just about knowing what has happened in the past.
It is about learning from what has happened, and applying this new knowledge to ensure things in the future work better. If you have succeeded, analyze what you did right and keep doing it in different situations.
If you have failed, identify the problem and formulate a solution, so that it is not repeated again.
Learning from experience is essential to becoming successful.
No sales executive in the world has always made the right move.
What separates winners from losers is how they learned from their mistakes and improved themselves.
The Case Study
Sales success does not happen overnight.
It requires a change in mindset, a shift in the operational strategies and a comprehensive plan of analysis before any move is taken.
Agents need to be trained in moulding their activities to suit the space they are operating in, since each sales move takes place in a different scenario.
They also need to use call center software effectively to draw intelligence, and apply it effectively to close the deals.
To understand the critical role sales tactics play in business and the importance of sales success, let us take into account the example of Xendom Solutions, a telemarketing agency providing call center solutions for a large organization.
We will analyze the challenges they faced, the solutions they implemented to those challenges and how that impacted their business and their sales figures.
The Problem Scenario
Xendom Solutions had been in the business for well over a decade, providing dedicated telemarketing software solutions.
However, over the last two years, their performance levels have been dropped, and they have not been able to register as many sales as a company of their stature should.
This was hindering the growth of the organization, and they were looking for a system which would help them get more success in sales.
The specific problems that the company faced in its day to day operations are listed below.
1. Agents were burdened with too many quantitative metrics to fulfill.
This left very little room for them to actually spend some time understanding the situation on an individual basis, and convert the calls more effectively.
2. The software being used at the call center was outdated, and did not have the capacity to help agents in profiling their prospective clients, or provide trends on the products being sold.
3. The company was more or less unresponsive over social media, which meant a lot of online users failed to have their queries answered, despite expressing interest in the product.
Thus a lot of prospective leads were wasted.
The solutions proposed by the company are as follows:
1. Agents were given the autonomy to take on-call decisions and focus on quality of call over the quantity, so that more effective sales pitches could be made.
2. The company invested in the best call center software to aid agents in understanding their customers and modeling their actions on their requirements.
3. They redesigned their website to be more professional, and hired dedicated social media executives to manage the communication over the platforms like Twitter and Facebook, so that no interested query went unanswered.
4. The company extensively used testimonials from the existing and previous clients to convince new prospects of the quality of goods and services provided.
The plan proposed required an initial investment to cover the costs of raking in new call center software solutions, revamping the website and social media platforms for the company, hiring new specialized agents and so on.
Within the first year, these costs were met by increased sales due to extensive research and new strategies.
From that point on, the company began to grow exponentially, with sales growth figures of over 20% increase over the previous year.
Within five years, they had become the market leader in the industry.
We can see how important it is to attain the sales success for your company to grow from strength to strength.
Be it in any field, a call center’s success is very closely tied to the sort of sales figures it can generate.
Following the tips and strategies outlined in this article will surely give your company the edge over others when it comes to facilitating sales.